Media
Very launches Black Friday Price Promise across all shopping categories
October 29, 2026
- Very unveils new everyday Price Promise to offer a low-price guarantee across its Black Friday discounted product range
- Customers are protected if Very drops its original Black Friday price at any point during the entire Black Friday event.
- The Price Promise runs from 28 October to 4 December, giving customers confidence to shop early.
- It applies to all Black Friday offers except for promotion code-based price reductions and short-term Flash Deals.
Very, the online retailer operated by The Very Group, has unveiled a price commitment which guarantees the price customers pay on Black Friday offers will always be the cheapest, even if the same item is reduced further during its Black Friday event.
The Price Promise covers eligible Black Friday discounted products across all categories, from fashion, electrical and toys to home, beauty and sports.
Eligible Black Friday purchases will be protected against subsequent Very price reductions throughout the entire Black Friday event, from 28 October to 4 December.
Robbie Feather, chief executive officer, The Very Group, said: “Our Price Promise is all about giving customers greater confidence that they’re getting the best deal. For Black Friday, we’re going even further.
“One of the biggest decisions customers face during Black Friday is deciding whether to buy now or wait to see if prices fall even further.
"Our Price Promise removes that uncertainty. Customers can shop our deals as soon as they see them, safe in the knowledge that if we reduce the price of an eligible product later in the event, they won't miss out.”
Very’s Black Friday commitment covers eligible Black Friday discounted lines across all categories, and protects the price customers pay against subsequent price reductions by Very for the duration of the Black Friday event.
If an eligible product bought during the Black Friday event is later reduced by Very before 4 December 2026, customers can contact Very Customer Services by that date and, subject to the terms of the promise, and claim back the difference.
Alongside the Black Friday price promise, Very is also offering customers an everyday price promise across thousands of products within its electrical and toys categories.
Contact information
Media relations
Claire Newmarch, External Communications Manager: [email protected]
Notes to editors
About the Black Friday Price Promise
- Very’s enhanced Black Friday Price Promise runs from 28 October to 4 December 2026.
- The Black Friday pledge protects against Very subsequently reducing its own selling price on an eligible product during the event, rather than comparing the price against competitors.
- If a customer buys an eligible Black Friday product and Very subsequently reduces the selling price of the identical product during the Black Friday period, the customer can claim a refund of the difference.
- Customers must submit their claim during the Black Friday period by contacting Very Customer Services on 0800 11 00 00 and providing their account number, order number, product details and pricing information.
- The pledge does not apply where a lower price results from discount codes, vouchers, staff discounts, membership schemes, personalised offers, bundles or multi-buy promotions, or from an obvious pricing or technical error
How Very’s everyday Price Promise works:
- The Price Promise applies to all toys and electricals except for DIY Tools, Personal Care & Sports Equipment
- Eligible purchases are protected for up to seven days after purchase.
- Customers can compare the price paid at Very against the price of an identical product at six specified competitors – AO, Argos, Currys, John Lewis Partnership, Smyths and Toyshop.
- Where a customer purchases an eligible product from Very then finds the identical product at a lower qualifying price within the protection period, they can submit a claim to Very.
- Valid claims will receive a refund of the qualifying price difference.
- Products and competitor prices must meet the eligibility criteria set out in the full terms and conditions – Competitors’ promotion code-based price reductions are excluded
- The Price Promise applies to all toys and all electricals apart from DIY tools, Sports equipment and personal care.
About The Very Group
With annual revenue of over £2bn, The Very Group is a unique digital business that combines online retail and flexible payments. Our digital retail brands, Very and Littlewoods, help to bring 2,000 desirable labels within easy reach of more customers.
Across electrical, home, fashion and more, we sell everything our 4.2 million customers could need, except food. And our flexible payment options, which are provided responsibly via our Very Pay platform and regulated by the Financial Conduct Authority, help our customers manage their household budgets.
We have over a hundred years of history behind us, but at our heart there is a passion for change – to constantly improve what we do, to innovate with data and technology at our core and to be the best possible place to work.
